TC Media’s Prince Albert Daily Herald and Rural Roots created a unique, self-promotion ad campaign. After two years of the local radio station referring to the daily newspaper as a "dinosaur" (100 times a day on three stations), it was time for the newspaper to fight back.

There is so much good news in the industry but it is often overlooked. Newspapers are effectively delivering across devices, have embraced social like no other media, and are an effective medium for advertisers. In her latest blog for INMA, Newspapers Canada’s Suzanne Raitt discusses how newspapers are experimenting with paywalls, e-books and more.

When evaluating the effectiveness of advertising in different media, research shows that quality trumps quantity of time spent. In this week’s International Newspaper Media Association blog, Suzanne Raitt, vice-president of marketing and innovation for Newspapers Canada, discusses the pundits’ argument that time spent with media is disproportionate for newspaper advertising.

By offering advertisements that reflect the news — and build on it — newspapers can create a marketing campaign that becomes part of the story. In her latest blog post for the International Newsmedia Marketing Association (INMA).Newspapers Canada’s VP of marketing and innovation Suzanne Raitt discusses how newspapers can capitalize on news stories and use humour to connect with audiences in a memorable way.

Newspapers Canada spotlights newspaper innovation by inviting experts from across the country to contribute to our Innovative Advertising Blog. In this edition, Aaron Starkman, partner and creative director at Rethink in Toronto, highlights an award winning newspaper ad.